We are thrilled to share some amazing news: CBi China Bridge has officially passed the rigorous Service Design Network (SDN) Organizational Certification Defense! After three years of preparation, every moment of dedication, hard work, and persistence has paid off, culminating in this monumental achievement.

Here’s the exciting notification we received:

01 Not Every Company Can Pass SDN Certification

The Service Design Network (SDN), established in 2004, is the world’s leading nonprofit organization dedicated to advancing service design. With chapters in 46 cities worldwide, SDN aims to foster global growth, development, and innovation in service design.

Achieving SDN Organizational Certification signifies that CBi’s expertise and leadership in service design are globally recognized. This certification is incredibly rare—CBi is now the first company in Asia to achieve this prestigious recognition.

The SDN certification system independently evaluates service design capabilities through two frameworks:

Talent Certification
Individuals apply and are assessed through an SDN-led panel interview. There are three levels: Practitioner, Professional, and Master. Curious about your level? Click here for a self-assessment guide.
Organizational Certification
Building on the talent certifications, this evaluates an organization’s comprehensive service design capabilities.

CBi’s Show Time

To qualify for certification, the company’s core team must include at least two SDN-certified Advanced Professionals, demonstrating high standards in delivering service design training, consulting, and other services.

Additionally, every team member must possess deep service design knowledge and practical experience, actively participate in service design initiatives, and showcase leadership and innovation.

Achieving this certification is no easy feat. The SDN Certification Committee rigorously evaluates application materials, team organization, brand credibility, and case implementation.
From project preparation to application submission, material creation, and defense, every step presented its own challenges—and moments of exhilaration. Let’s revisit the journey of hard work, persistence, and triumph.

02 Preparation Phase: A Long and Complex Application Process

Before qualifying for the defense, applicants must submit detailed materials, including a 30-page application document outlining the organization’s strategy, methodology, cultural values, service design projects, client impact, and industry contributions—even the office environment is scrutinized.

After months of meticulous revisions, CBi successfully submitted its application and passed the preliminary review, moving forward to a two-hour defense session.

03 Team Evaluation: The Core Strength

The defense session invited participation from the founder, executives, employees, and even clients, providing the SDN panel with a comprehensive view of CBi’s organizational strength, culture, and operational environment.

Leadership and Vision:
During the defense, Cathy Huang, CBi’s founder and Chair of SDN Shanghai, along with Sissi Ren, China’s first SDN-certified Advanced Trainer, detailed CBi’s mission, strategy, and cultural ethos.
Gump, a senior executive, elaborated on how the team integrates service design into practice, tackled challenges, and identified future opportunities.
Real-Time Scenarios:
The panel included spontaneous tests. For instance, SDN Global President Birgit Mager asked Ariel, a service designer at CBi and a graduate of Finland’s University of Lapland, to conduct a simulated client interview. Despite no prior preparation, Ariel impressed the panel with a structured, insightful performance, prompting Birgit to exclaim, “That was very nice! My God!”

When asked what she loved most about CBi, Ariel shared:
“CBi is equal, open, and collaborative. We share ideas, celebrate successes, and even watch movies together. My colleagues are like family.”

This interaction highlighted not only the team’s expertise but also the collaborative spirit of CBi’s work environment.

04 Client Testimony: Solid Proof of Credibility

The SDN panel also required testimony from long-term clients. Blake, a former university president of a Fortune 500 company, shared:

Transforming Mindsets:
“CBi’s methodology shifted our senior leaders’ thinking from product-focused to service-oriented.”
Unparalleled Training:
“CBi’s Service Design Leadership Program stands out for its practicality, actionable insights, and diverse participation. The hybrid of case studies, discussions, and exercises helped embed service design thinking into our leadership.”
Strategic Partnerships:
“CBi introduced new perspectives, ecosystems, and methodologies, driving service design adoption across our organization.”

05 Defense Questions: CBi Speaks with Confidence

Here are a few thought-provoking questions from the defense that tested CBi’s expertise:

How do Chinese and European service design methodologies differ?
How do you engage stakeholders in pyramid-style organizations?
How do you maintain team vitality and build a strong organizational culture?
What unique value does service design bring to your company?

06 Three Years of Dedication: Success by Design

Over the past three years, CBi has:

Published three books on service design, spreading its philosophy.
Organized numerous activities, including JAM, SDDAY, SDCC, and more.
Built the CBI Model, making service design accessible and actionable.

These initiatives laid the foundation for achieving certification. The defense panel typically takes two weeks to deliver results, but CBi received its approval the day after the defense, a testament to its exceptional performance.

CBi is overjoyed to share this honor with everyone connected to its journey. From the moment you entered the world of service design, we became partners in growth. Let’s continue striving together for a brighter future.

This honor is dedicated to everyone who has walked alongside CBi and to those shaping their own history.